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Woman Unlocks Secret of Car Dealerships
Feb 29 2008 by Courtney Messenbaugh
2/29/08
Her Car Does Matter
Back in the early ’80s, Joni Stuker, marketing and business degree in hand, decided she wanted to be a writer. Like most writers, however, she needed an actual job in order to get by. (Believe me, writing is not a good get-rich-quick scheme!) Joni decided to try her hand at selling cars to make a little cash.
Since that day, the old boys’ club of car sales hasn’t been quite the same. Joni said the first thing she noticed about the car biz was “the lack of professional training and lack of emphasis on good communication skills.” Wait — what? You mean the guys in the plaid suits and greasy hair from the early ‘80s weren’t good communicators? Shocking.
In that setting, though, Joni saw opportunity. She now runs a consulting business and www.HerCarMatters.com. She was one of our featured speakers at the Mama Said Café during the Chicago Auto Show, and the crowd hung on her every word. She’s an engaging speaker and makes something that has always seemed like a tedious, intimidating process sound easy and fun (gasp!).
As the story goes, once Joni got over her initial shock at the seemingly inept inner-workings of the car biz, she put her savvy to work, learned how the business operated inside and out, and has since spent her time helping women — and men, if they ask nicely — navigate the car-buying process.
Joni told me the most common mistake people make when they visit a car dealership is not doing research in advance. In fact, in addition to perusing the usual media sources, she suggests calling a dealership and having a conversation with a sales rep before visiting in person. During the course of your conversation, make an appointment with this person. Makes a lot of sense, doesn’t it? Wouldn’t it be so much more comfortable to walk into a dealership with a name in hand and a mini-relationship already formed?
Joni said if you ever feel uncomfortable or pressured at a dealership, stop, drop and roll. No wait, that’s what the firemen say to do when you’re ablaze. OK, Joni says stop and leave. Again, duh! When there are so many car dealers out there, why deal with one who gives you the willies? Buying a car is a major purchase — the second-largest purchase, next to a home, that most people ever make.
Joni has many more secrets, and she shares them as she flies around the country giving workshops. From what I’ve seen, if you check one out you will not be disappointed. Visit her website to find out more, or catch her in Chicago next month; Des Moines, Iowa, in April; or Orlando, Fla., in May.
User Comments
Is this an article or a plug/advertisement for hercarmatters.com? Absolutely no information contained in 7 paragraphs.
I was hoping to learn something in this article that I could pass along to buyers and sellers alike. Unfortunately it’s just a shameless plug!
Geesh, tough crowd! Sorry guys, but you got some info - like calling before you visit the dealer, building a relationship, leaving if you feel uncomfortable. This is not so much a “plug” as you call it, but a piece to pique your interest, which it obviously has!
nice plug joni, i used to work for her - you should explain how she really got her consulting business started - i wonder how many of you pro-women feminists would actually be impressed with it????
What a waste